Cracker Barrel is facing backlash after its CEO, Julie Felss Masino, attempted to rebrand the iconic restaurant with a new logo. Many view this decision as misguided, as it diverges from the company’s roots. Recently, Masino appeared on Good Morning America, asserting the public embraced the new logo and design. “Honestly, the feedback has been overwhelmingly positive,” she claimed. However, this statement contradicts a significant amount of customer sentiment that suggests otherwise.
The redesign, which removed the classic image of an old man leaning against a barrel, sparked outrage among loyal customers. Reports indicate that this change has cost the company over $100 million in market value. The logo’s transformation has turned what was once a cozy and inviting atmosphere into something deemed cold and sterile. Many longtime patrons disagreed with Masino’s assessment, leading to a sharp pushback against the new direction.
Amidst the controversy, Tommy Lowe, the 93-year-old co-founder of Cracker Barrel, voiced his disapproval. In an interview with Newschannel5, he did not hold back his feelings about the rebranding. “Oh, that’s crazy. That’s a bland nothing,” he expressed while observing the new logo. Lowe’s straightforward critique reflects the deep connection he has with the original brand. It’s clear that to him, and many others, the changes undermine the essence of what Cracker Barrel represents.
When asked if the current CEO understands the history of Cracker Barrel, Lowe replied, “I don’t think so.” He pointed out that the company is trying to “modernize to be like the competition.” Yet, he argued, “Cracker Barrel doesn’t have any competition.” Instead of striving to mimic others, he suggests the focus should be on the heart of the business: the food and service. “They need to work on the food and service and leave the barrel—the logo alone,” Lowe urged. His words resonate with customers who have cherished Cracker Barrel for its traditional values and homey experience.
The public reaction has been so intense that Cracker Barrel has announced it will revert to the beloved “Old Timer” logo following the backlash. This decision underscores the power of customer feedback and indicates that the company is willing to listen to its base, albeit after considerable financial loss.
In this case, it seems that the desire to rebrand—often viewed as a departure from traditional values—has backfired. By attempting to go in a new direction without heeding the history and sentiment of its core customers, Cracker Barrel found itself in a precarious situation. As the restaurant moves forward, it must wisely consider the roots of its legacy and the voices of those who have built its reputation over the years.
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